PRIDE AUTOMOTIVE GROUP INC
PRE 14C, 1999-05-10
AUTO RENTAL & LEASING (NO DRIVERS)
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                                  SCHEDULE 14C
                                 (RULE 14C-101)

     Information  Statement Pursuant to Section 14(c) of the Securities Exchange
Act of 1934

Check the appropriate box:

     [X] Preliminary Information Statement

     [ ] Definitive Information Statement

     [ ]  Confidential,  for Use of the  Commission  Only (as  permitted by Rule
14c-5(d)(2))


                           PRIDE AUTOMOTIVE GROUP INC.
                (Name of Registrant As Specified In Its Charter)

Payment of Filing Fee (Check the Appropriate Box):

[X] No fee required

[ ] Fee computed on table below per Exchange Act Rules 14c-5(g) and 0-11.

     (1) Title of each class of securities to which transaction applies:

     (2) Aggregate number of securities to which the transaction applies:

     (3) Per unit  price  or other  underlying  value  of  transaction  computed
pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the filing fee
is calculated and state how it was determined):

     (4) Proposed maximum aggregate value of transaction:

     (5) Total fee paid:

[ ] Fee paid previously with preliminary materials

[ ] check box if any part of the fee is offset as provided by Exchange  Act Rule
0-11(a)(2)  and  identify  the  filing  for  which the  offsetting  fee was paid
previously.  Identify the previous filing by registration  statement  number, or
the Form or Schedule and the date of its filing.

(1) Amount previously paid:

(2) Form, Schedule or Registration Statement No.:

(3) Filing Party:

(4) Date Filed:



<PAGE>
                           PRIDE AUTOMOTIVE GROUP INC.
                                   Pride House
                       Watford Metro Centre, Tolpits Lane
                              Watford Hertfordshire
                                 WD1 8SB England


                        PRELIMINARY INFORMATION STATEMENT
                             PURSUANT TO SECTION 14
                     OF THE SECURITIES EXCHANGE ACT OF 1934
                 AND REGULATION 14C AND SCHEDULE 14C THEREUNDER

                        WE ARE NOT ASKING YOU FOR A PROXY
                  AND YOU ARE NOT REQUESTED TO SEND US A PROXY



                                  INTRODUCTION


     This  information  statement  has  been  mailed  on  May  21,  1999  to the
stockholders  of  record  on May 7,  1996 of Pride  Automotive  Group,  Inc.,  a
Delaware  corporation (the  "Corporation") in connection with certain actions to
be taken by the  Corporation  pursuant  to the written  consent by the  majority
stockholders  of the  Corporation,  dated April 30, 1999. The action to be taken
pursuant to the written  consent shall be taken on June __ , 1999. The principal
executive  offices of the Corporation are located at Pride House,  Watford Metro
Centre, Tolpits Lane, Watford Hertfordshire,  WD1 8SB England. The Corporation's
telephone number is (800) 698-6590.


        THIS IS NOT A NOTICE OF A SPECIAL MEETING OF STOCKHOLDERS AND NO
             STOCKHOLDER MEETING WILL BE HELD TO CONSIDER ANY MATTER
                        WHICH WILL BE DESCRIBED HEREIN.



Alan Lubinsky
President

                                        1

<PAGE>
          NOTICE OF ACTION TO BE TAKEN PURSUANT THE WRITTEN CONSENT OF
           A MAJORITY STOCKHOLDER IN LIEU OF A SPECIAL MEETING OF THE
                         STOCKHOLDERS ON JUNE ___, 1999

To Our Shareholders:

         NOTICE  IS  HEREBY  GIVEN  that  the  following  actions  will be taken
pursuant the written  consent of a majority of stockholders in lieu of a special
Meeting  of  the  stockholders  a  special  meeting  of  shareholders  of  Pride
Automotive Group Inc. (the "Company") on June ___, 1999:

         1. The adoption of a Share Exchange Agreement (the "Agreement"),  dated
         as of March 31, 1999,  between  Pride and the  shareholders  of Digital
         Mafia Entertainment,  LLC ("DME"), providing for the acquisition of DME
         by Pride on the terms and  conditions  contained in such  Agreement,  a
         copy of which is attached as Exhibit A to the accompanying  Information
         Statement;

         2. The adoption of an amendment to the Certificate of  Incorporation of
         Pride to (I) increase the number of  authorized  shares of common stock
         of Pride from 10,000,000 to 30,000,000 shares; and (ii) change the name
         of the Company to Digital Mafia Entertainment, Inc.;

         3. The election of the directors set forth herein to serve as directors
         of Pride for the ensuing year;

         4. The sale of substantially all of Pride's  remaining  assets,  namely
         its 16% interest in AC Automotive  Group, Inc. and its 100% interest in
         Pride Management  Services,  PLC to Pride, Inc., the parent corporation
         of Pride  and the  holder  of  approximately  50.4% of its  outstanding
         capital stock, for nominal consideration; and

         5. The selection of Mitchell & Titus, LLP as the Company's  independent
         accountants for the fiscal year ended November 30, 1999.


         The Board of Directors  has fixed the close of business on May 10, 1999
as the record date for  determining the  shareholders  entitled to notice of the
foregoing.

                                                                 By order of the
                                                             Board of Directors,


                                                                   Alan Lubinsky
                                                                       Secretary
May ____, 1999

                                        1

<PAGE>
                      OUTSTANDING SHARES AND VOTING RIGHTS

         As of the Record Date, the Company's authorized capitalization consists
of 10,000,000  shares of Common  Stock,  par value $.001 per share and 2,000,000
shares of Preferred Stock, par value $.01 per share,  which may be issued in one
or more series at the  discretion  of the board of  directors.  As of the Record
Date, there were 3,135,500 shares of Common Stock outstanding, all of which were
fully paid,  non-assessable and entitled to vote. Holders of Common Stock of the
Company  have  no  preemptive  rights  to  acquire  or  subscribe  to any of the
additional shares of Common Stock.

         Each  share of Common  Stock  entitles  its  holder to one vote on each
matter submitted to the stockholders.  However,  because shareholders holding at
least a majority of the Common  Stock  issued and  outstanding  as at the Record
Date,  namely Pride, Inc. and Alan Lubinsky have voted in favor of the following
proposals by Resolution dated April 30, 1999; and having sufficient voting power
to approve such Proposals through their ownership of the Company's Common Stock,
no  other  shareholder  consents  will be  solicited  in  connection  with  this
Information Statement.

         Pursuant to Rule 14c-2 under the Exchange Act, the  proposals  will not
be adopted  until a date at least  twenty (20) days after the date on which this
Information  Statement has been mailed to the Shareholders.  As this Information
Statement is being sent to the beneficial  owners of the Common Stock on May 21,
1999,  which is more than twenty (20) days before the date of the  Meeting,  the
Company anticipates that the actions  contemplated herein will be effected on or
about the close of business on the date of the Meeting.

         The  Company  has asked  brokers  and other  custodians,  nominees  and
fiduciaries to forward this  Information  Statement to the beneficial  owners of
the Common Stock held of record by such persons and will  reimburse such persons
for out-of-pocket expenses incurred in forwarding such material.

         This Information Statement will serve as written notice to stockholders
pursuant to Section 228 of the Delaware Business Corporation Law.


                                        2

<PAGE>
                             OWNERSHIP OF SECURITIES

         The following  table sets forth,  as of the Record Date,  the number of
shares of Common  Stock of the Company  owned by (i) each person who is known by
the Company to own of record or  beneficially  five  percent (5%) or more of the
Company's  outstanding shares, (ii) each director of the Company,  (iii) each of
the executive  officers,  and (iv) all  directors and executive  officers of the
Company as a group.  The  shareholders  listed in the table have sole voting and
investment powers with respect to the shares indicated.
<TABLE>
<CAPTION>


                                                          Number of             Percentage of
Name                                                       Shares                       Share Ownership

<S>                                                                   <C>                               <C>  
Pride, Inc.                                                           1,425,000                         45.4%
c/o Pride House
Watford Metro Centre
Tolpits Lane
Watford Hertfordshire
WD1 8SB England

Alan Lubinsky (1)                                                     1,613,000                         51.4%
c/o Pride House
Watford Metro Centre
Tolpits Lane
Watford Hertfordshire
WD1 8SB England

Ivan Averbuch                                                         -                         *
c/o Pride House
Watford Metro Centre
Tolpits Lane
Watford Hertfordshire
WD1 8SB England

Allan Edgar                                                           -                         *
c/o Pride House
Watford Metro Centre
Tolpits Lane
Watford Hertfordshire
WD1 8SB England

<PAGE>
Ian Satill                                                            -                         *
c/o Pride House
Watford Metro Centre
Tolpits Lane
Watford Hertfordshire
WD1 8SB England

All officers and
Directors as a group
 (4 persons) (1)(2)(3)                                               1,613,000                 51.4%

</TABLE>


     (1) New World Finance,  Limited,  which is wholly owned by a trust of which
family members of Mr. Lubinsky are the beneficiaries,  owns approximately  50.4%
of the  outstanding  shares of Pride,  Inc. and may be considered the beneficial
owner of the shares of the  Company  owned by Pride,  Inc.  The trustee is Elfin
Trust  Company  Limited,  located on the Island of  Guernsey,  Channel  Islands.
Although Mr. Lubinsky disclaims  beneficial ownership of the shares owned by New
World  Finance,  Limited,  it may be  expected  that such  entity  will vote its
respective shares in favor of proposals  espoused by Mr. Lubinsky.  Mr. Lubinsky
also owns 188,000 shares of the Company's  common stock  individually,  which he
received in lieu of compensation owed to him in the amount of $94,000.

     (2) Excludes  shares  issuable upon the exercise of options  granted to Mr.
Lubinsky (i) pursuant to the terms of his employment agreement.

     (3)  Excludes  the effects on total  outstanding  shares which would result
from exercise of stock purchase options.


                                APPROVAL REQUIRED

     The  approval of a majority of the  outstanding  stock  entitled to vote is
necessary to approve the following  proposals.  However, as discussed above, the
Company's  Board of  Directors  has obtained  the  necessary  approval for these
proposals from  stockholders  with voting  authority for stock  constituting  in
excess of 50% of the total  outstanding  shares of the  Company's  Common  Stock
entitled to vote. As such, the Board of Directors does not intend to solicit any
proxies  or  consents  from any other  stockholders  in  connection  with  these
actions.



                                        2

<PAGE>
                       BACKGROUND AND RECENT DEVELOPMENTS

         Pride Automotive  Group,  Inc., a Delaware  corporation (the "Company")
was formed by Pride, Inc.  ("PRYD"),  in March 1995 for the purpose of acquiring
all of the  outstanding  shares of common  stock of Pride  Management  Services,
Plc., an English  corporation  ("PMS"), in a transaction which was accounted for
as a reorganization (the "Reorganization"). Prior to the Reorganization, PMS was
a wholly  owned  subsidiary  of PRYD.  These  companies  jointly  engaged in the
business of leasing new  automobiles to businesses,  servicing such  automobiles
during the lease term and remarketing the automobiles upon the expiration of the
lease term, which arrangement is described as a "contract hire."

         In November  1998, PMS and its  subsidiaries  entered into an agreement
with Newcourt Automotive Services, Ltd. ("Newcourt) to sell it substantially all
of  their  leasing  portfolios  for the sum of  approximately  $14,943,000.  The
portfolio  sold had been  carried  on the  books  of the  Company  at a value of
approximately (pound)18,098,000 ($29,499,740). PMS currently maintains leases on
approximately  100  vehicles,  although  it intends to  discontinue  its leasing
operations by the end of calendar year 1999.  The sale of such assets was deemed
necessary  by PMS due to  pressure  from its  lenders.  The sale of the  leasing
portfolios and operating losses has reduced the Company net tangible assets to a
level below the  minimum  required  by Nasdaq to  maintain  its NASDAQ  SmallCap
listing.  The Company's  securities  have been delisted by Nasdaq and the Boston
Stock  Exchange (the "BSE") and are expected to trade on the OTC Bulletin  Board
in the near future. The Company cannot predict whether its securities will trade
on the BSE.  As at the Record  Date,  the  Company's  securities  were still the
subject of a Nasdaq  imposed  trading  halt,  which was imposed on February  19,
1999.

         PMS is winding down its  operations  and has a negative net worth.  The
Company  has  proposed  selling  PMS to its parent  company,  PRYD,  for nominal
consideration  (ie,  $1.00)  The  Company  is of the  opinion  that PMS is of no
commercial  value and is  agreeing  to  dispose of same to PRYD to allow PRYD to
sell off the remaining  assets and attempt to minimize any additional  losses to
lenders of PMS. Management of the Company is of the belief that disposing of PMS
will increase the Company's net tangible assets.

         In light of the foregoing, Management had been searching for a business
opportunity   for  the  Company.   The  opportunity  to  acquire  Digital  Mafia
Enterprises,  LLC ("Digital") was presented to the Company by Mason Hill.  Mason
Hill has agreed to act as the Company's  investment  bankers in connection  with
such acquisition  opportunity and will be compensated  therefor. On February 19,
1999, the Company entered into a letter of intent to acquire 100% of the capital
stock of Digital in exchange for 7,400,000 shares of the Company's common stock.
Since  the  execution  of  the  Letter  of  Intent,   the  Company  and  Digital
renegotiated the terms of same in light of the Nasdaq notification of delisting.
In essence, all share issuance to noteholders and creditors were doubled as were
the shares  intended to be issued to Digital  shareholders  and Mason  Hill.  In
addition,  whereas the Company  originally  agreed to grant an option to PRYD to
allow PRYD to acquire the Automotive  shares owned by the Company for the sum of
$4,048,460,  which is the value that such  shares are  carried on the  Company's
books,

                                        3

<PAGE>
together  with a proxy to vote same for a period of ten years,  the  Company has
now agreed to sell such shares to PRYD for the sum of $1.00.

         The Company's assets currently consist of its ownership interest of PMS
and its  ownership of  approximately  16% of the capital  stock of AC Automotive
Group, Inc.  ("Automotive").  The Agreement  provides that PRYD will acquire the
Automotive  stock  and  PMS  for the sum of  $1.00  each on the  closing  of the
Acquisition.

         The  Agreement  further  requires  that  noteholders  of not more  that
$400,000  of debt must  convert  their  notes to equity  pursuant to an offering
which was effected by the Company. As at the date hereof,  holders of $1,235,000
of debt had agreed to convert  their debt to common  stock of the Company at the
rate of $.95 principal  amount of debt for 2 shares of common stock (i.e.  $.475
per share). Holders of the remaining $380,000 of debt have until May 12, 1999 to
convert their debt to common shares.  The conversion  does not become  effective
until the closing of the acquisition.

         The Company is also  currently  effecting  a private  offering of up to
1,500,000  shares  at $1.00 per  share.  The  offering  is being  effected  on a
$100,000  minimum/$1,500,000  maximum  basis.  The  proceeds of the offering are
being loaned to Digital for its working capital purposes.  The Company closed on
$125,000  of  subscriptions  as at the date  hereof.  Mason  Hill is  acting  as
placement agent for such offering and is receiving a fee therefor.

         In  addition,  approximately  728,000  shares of common stock are being
issued by the Company in lieu of debt and costs of $364,000  and 740,000  shares
of common stock being issued to Mason Hill for its investment  banking  services
in  connection  with the  Digital  Transaction.  188,000 of the  728,000  shares
issuable  in exchange  for debt were issued on April 30, 1999 to Alan  Lubinsky,
the president of the Company,  in lieu of past due compensation of $94,000.  Mr.
Lubinsky  voted all of such shares in favor of adoption of the matters set forth
herein.  The  remaining  540,000  shares  issuable in exchange  for debt will be
issued on May 11, 1999.

         Although the Company had filed a  Registration  Statement for the offer
and sale of  additional  securities  to raise capital and pay down loans to Note
Holders and  creditors,  the Company did not believe that such Offering would be
completed  because of the  limited  operations  of the  Company  and its current
financial  condition.   Accordingly,   the  Company  withdrew  its  Registration
Statement in April 1999.


     THE ADOPTION OF A SHARE EXCHANGE AGREEMENT (THE  "AGREEMENT"),  DATED AS OF
MARCH  31,  1999,   BETWEEN  PRIDE  AND  THE   SHAREHOLDERS   OF  DIGITAL  MAFIA
ENTERTAINMENT, LLC

         On February  19, 1999,  the Company  entered into a letter of intent to
acquire 100% of the capital stock of Digital in exchange for 7,400,000 shares of
the Company's  common stock. On March 31, 1999 the Company executed a definitive
Share Exchange Agreement with Digital

                                        4

<PAGE>
on revised terms,  pursuant to which it has agreed to issue 14,800,000 shares of
its common  stock to the  shareholders  of Digital in  exchange  for 100% of the
capital  stock of Digital.  The increase in the number of shares being issued to
Digital  shareholders  is a  result  of  the  Nasdaq  notification  that  it was
delisting Pride securities.  In addition, all share issuances to noteholders and
creditors  were doubled from the amounts  originally  agreed upon.  Furthermore,
whereas the Company had an option to acquire the Automotive  shares owned by the
Company for the sum of  $4,048,460  and a proxy to vote same for a period of ten
years, the Company is now selling such shares to Pride for the sum of $1.00.

         The Company  does not believe that  Delaware  law requires  shareholder
approval of the foregoing transaction,  although same was approved by a majority
of Pride shareholders pursuant to the terms of the Agreement. Upon completion of
the Digital  Acquisition,  Digital will become a wholly-owned  subsidiary of the
Company.

         The Company's assets currently consist of its ownership interest of PMS
and its  ownership of  approximately  16% of the capital  stock of AC Automotive
Group, Inc.  ("Automotive").  The Agreement  provides that PRYD will acquire the
Automotive  stock  and  PMS  for the sum of  $1.00  each on the  closing  of the
Acquisition.

         The  Agreement  further  requires  that  noteholders  of not more  that
$400,000  of debt must  convert  their  notes to equity  pursuant to an offering
which was effected by the Company. As at the date hereof,  holders of $1,235,000
of debt had agreed to convert  their debt to common  stock of the Company at the
rate of $.95 principal  amount of debt for 2 shares of common stock (i.e.  $.475
per share). Holders of the remaining $380,000 of debt have until May 12, 1999 to
convert their debt to common shares.  The conversion  does not become  effective
until the closing of the acquisition.

Business - Digital Mafia Enterprises, LLC

General

Digital Mafia Entertainment, LLC ("DME" or "Digital"), was formed as a privately
held  company  in August,  1995.  DME  specializes  in the  creation  of digital
products  and  services.   DME's  capabilities   include  website   development,
maintenance,  turnkey custom  electronic  sales  solutions and billing  packages
("E-Tail" sm), on-line advertising, and software development.

         DME is of the opinion  that the  technology  community  had ignored the
urban  minority  market  (African   American  and  Hispanic)  for  computer  and
information  related  services.  In  recognition  of this trend,  DME decided to
concentrate  its efforts on (I) the development of interactive new media content
for African  American and Hispanic  consumers;  and (ii)  becoming a provider of
personal computers to African American and Hispanic Consumers.

         DME is of the  further  opinion  that few firms have made any effort to
develop  websites  targeted to  minorities,  and that even fewer  understand the
cultural demands and interests of the

                                       5

<PAGE>
urban market.  Examples,  such as African American Voices, NetNoir, or Microsoft
(through its alliance  with the Black  Entertainment  Television  Network)  have
provided "niche" internet  communications services at best. No internet provider
has  created  a  "portal  strategy"  that is a  successful  point  of  entry  to
cyberspace for minority  on-line users.  More  significantly,  despite a boom in
personal  computer  ownership,  the "Digital Divide" was not being addressed for
minority consumers.

         In  addition  to its own array of  internet  and  software  development
services,  DME is attempting to  strategically  align itself with key players in
the world of  advertising,  music,  entertainment,  fashion  and  other  sectors
touching upon urban consumer  demand.  DME is actively  involved in negotiations
with both hardware  providers and internet  access  companies that recognize the
need to reach the  untapped  urban  minority  technology  market.  DME is of the
belief that establishment of such a contractual  agreement would position DME in
a superior vantage point to reach this large  concentrated  market. DME believes
that it has strengthened its own foothold as a conduit to and trusted  marketing
arm within the urban  consumer and business  marketplace,  due to its aggressive
approach to promoting and marketing  other  companies'  products and services on
the internet.

         In addition,  DME's management team has led to relationships with major
Fortune 500 companies  such as HBO, Sony,  Microsoft and BMG North America.  DME
has  additionally  established  relationships  with companies  including  LaFace
Records,  Motown Records,  BMG North America,  Black  Entertainment  Television,
Action Pay Per View, Microsoft, HBO Homevideo, Def Jam Records, Big City Bagels,
LilMan  Records,  and Queen  Latifahs  Flavor Unit  Records.  Moreover,  DME has
established strategic alliances with important advertising and marketing players
to the urban minority  market,  including The Radio One Network,  Vibe Magazine,
The Source Magazine,  Telemundo Television,  Black Entertainment Television, The
African  American  College  Alliance  and the  Interactive  Advertising  Network
("IAN"), a company successfully marketing to over 3 Million Hispanic and African
American consumers through targeted video.

         DME is of the  belief  that  a  dramatic  change  is  occurring  in the
personal computer industry as PC manufacturers realize that declining prices and
lower demand  require new alliances with related  industries.  Just as companies
like Compaq and  Hewlett-Packard  have entered  into  agreements  with  internet
service providers to create revenue sharing opportunities,  DME is of the belief
that PC manufactures will align with marketers (like DME) to deliver products to
a targeted customer segment.

         DME is of the further belief that by partnering with a PC manufacturer,
DME will have the ability to develop  the entire  electronic  commerce  suite --
including  hardware,  software,  and content -- under the  powerful  icon of the
Urban  Branded PC.  Although the details and feature  functionality  of an Urban
Branded  PC  have  yet to be  developed,  one  model  for  consideration  may be
analogous to the "quick - access  features" being used to give internet  service
providers prominent placement on PC keyboards.


                                        6

<PAGE>
         African  Americans and  Hispanics lag far behind the national  average,
with only 19% of minority households owning PCS. Thus, the percentage of on-line
use lags even further behind for the minority  market.  With the buying power of
African Americans rising from $308 Billion in 1990 to $533 Billion in 1999, with
PC Manufactures like Compaq and Hewlett-Packard facing sinking prices and slower
demand, and with minority  consumption  behavior focused on fashion,  music, and
entertainment,  DME believes that it is well-positioned as a reputable, capable,
and recognized minority firm that can deliver an "Urban Branded PC."

         The Selig Center  projects that the nation's  African  American  buying
power will rise from $308 billion in 1990 to $533  billion in 1999,  up by 72.9%
in nine  years -- a compound  annual  rate of growth of 6.3  percent.  This gain
outpaces the gain for the general  market ( 56.7%).  It is expected that African
American  buying  power  will grow more than  two-and-one-half  times as fast as
inflation.  In 1999,  the  national  share of total buying power that is African
American is expected to be 8.2%, up from 7.4% in 1990.

         DME is of the belief that substantially above-average growth in African
American  buying power creates  tremendous  opportunities  for  businesses  that
concentrate on such markets.  Moreover,  the nation's  Hispanic  buying power is
expected to rise from $211 billion in 1990 to an estimated $ 400 billion in 1999
based on a compound annual growth of 7.5%. For the U.S. as a whole, in 1997, the
shares of total  buying  power that is  Hispanic  will be 6.1%,  up from 5.2% in
1990. Despite such rapid growth,  Hispanic consumers' share in 1997 will be less
than the 8.2% controlled by African American purchasers.

         The  Hispanic  population  is  growing  more  rapidly  than  the  total
population,  a trend that is projected to continue.  This  reflects  both higher
rates of natural  increase and strong  immigration.  This is a relatively  young
population  group,  in early stages of career  development,  which suggests even
greater future gains in buying power for this segment.

         The most  notable  gaps  continue  in  African  American  and  Hispanic
markets.  While the ownership of PCS has grown significantly for minority groups
since 1994,  African  Americans and Hispanics  still lag far behind the national
average.  White  households  are more  than  twice as  likely  (40.8%)  to own a
computer than African American  (19.3%) or Hispanic (19.4%) of households.  This
gap holds across  income levels even at incomes  greater than  $75,000.  At this
income level Whites,  are more likely to have a PC (76%) while African Americans
are at (64%)  penetration at this income level. The same issues apply to On Line
Access,  where  Whites have  penetration  rates of 22% (1997),  contrasted  with
penetration  rates  of 7.7% and  8.7%  respectively  for  African  American  and
Hispanics.  While there are  disparities in the levels of demand reported by the
various  studies,  they are all consistent in reflecting the recurring  trend of
lower PC and On-line consumption in minority markets.

         The African American  middle-class has  discretionary  income,  and the
choices they make boost African American  household  expenditures  above average
for numerous goods and services. DME is of the belief that companies with strong
brands will target these markets in the next century. These consumers are in age
groups that are projected to grow the fastest in the next

                                        7

<PAGE>
decade,  according to the Census  Bureau.  The Number of African  Americans aged
14-17 and 18-24 is projected to increase 16% and 15%,  respectively between 1996
and 2000.  That is faster than the average of 12% for all  non-Hispanic  African
Americans. The U.S. could have 1.6 million non-Hispanic African Americans age 14
to 17 and 4 million age 18 to 24 by year 2000.

         African  American and Hispanic  buying  power is  increasing  at a rate
faster  than the general  population.  These  large  Urban  minority  groups are
concentrated in a manageable  number of States allowing for marketing  economies
of scale. Urban minorities are under represented in their use of PCS and On Line
Services  Entertainment  and Music in particular are  significant  components of
minority consumption behavior. DME is of the belief that opportunities exist for
capitalizing on the convergence of lower cost PC technology,  Minority  Consumer
Demographics  and Minority  consumption  behavior.  DME is of the further belief
that significant  growth in minority business ownership creates more opportunity
for application of E commerce solutions for business to business and business to
consumer.

         Digital Mafia Entertainment offers business and consumer solutions. DME
provides  businesses  with Web Site design,  development  and  maintenance.  DME
believes  that it is unique in its execution of Internet  advertising  campaigns
and E-commerce  solutions that allow companies to promote their brands,  develop
an online consumer  presence and deliver sales results in urban minority markets
("E - Tail"). Digital Mafia Entertainment  currently offers 5 core services: Web
Site Solutions,  Advertising  Solutions,  E - Commerce (a.k.a.  E-tail), Multi -
media CD production, Internet program tracking and analysis.

         Web  Site  Solutions  is  made  up of  the  following  major  elements:
Development and design of Websites  according to customer  marketing  objectives
and target  customer  characteristics.  Maintenance  and technology  consulting.
Development of turnkey  E-commerce  sales  solutions.  On-Line  Advertising  for
Websites Software Development is robust from a web site development perspective.

         DME is currently working on the development of proprietary capabilities
associated  with   E-Commerce   Transaction   Processing  and  Tracking.   These
capabilities  are expected to provide a  competitive  advantage  over  competing
services.  The first  service  developed by Digital  Mafia  Entertainment  was a
website  development  agreement  with Sony Music Corp.,  which was introduced in
1995 to support  marketing of Artists  recording  under the MJJ Record Label for
Kriss Kross,  Da Brat and Exscape.  DME was chosen as the  developer for another
Sony Music subsidiary label, SO SO Def Recording Company. DME has also developed
sites for LaFace  Records and multi - platinum  recording  artists Toni Braxton,
TLC,  The Tony Rich Project and  OutKast.  In addition,  DME has entered into an
agreement  with Def Jam  Records  to  develop  an  interactive  product  for the
recording  artist and television star LL Cool J. This  interactive  product is a
new type of audio CD called the  Enhaced CD or CD Plus.  This  product  combines
traditional  CD tracks with computer based CD ROM data,  such as video,  lyrics,
photographs,  text,  Quicktime VR and a host of other technologies.  This format
allows  for a single  CD to be played  on any CD audio  player  or a  multimedia
Personal Computer. DME signed a one year

                                        8

<PAGE>
     development  agreement  with  Time  Warner  Company - HBO Home  Video  Inc.
calling for the development of a website; DME is entitled to share 20% of all ad
sales generated on the site.

         This  arrangement  establishes  a  precedent  for DME in the  arena  of
generating  ancillary revenues from the internet via its clients. The success of
the HBO  relationship  has led DME to develop  electronic  catalogues for an HBO
home video E-Tail store.  DME's  successful  development  agreement  with Motown
recordings has led to a renewal of the  development  agreement  through the year
2000.

         DME provides high quality products that enhance the sales, productivity
and  competitiveness of its clients.  Services range from development of cutting
edge  Web  Sites  to  the  development  of the  latest  in  business  networking
solutions. DME creative professionals capture the strategic goals of clients and
translate  them into  feasible and market  relevant  strategies.  Digital  Mafia
Entertainment  believes  that  it is one of the  most  recognized  minority  Web
Development  firms in Silicon Alley. The combination of its core competencies in
new media  technology,  advertising,  and linkages with  compelling and relevant
urban content benefit firms targeting urban minority markets. DME is also unique
in its creative application of advertising and promotional  campaigns along with
Web  Sites.  These  combined  capabilities  provide  customers  with  integrated
marketing  campaigns  that  effectively  reach urban  markets.  From the clients
perspective  this results in: lower  marketing & distribution  costs,  increased
efficiency  of  marketing  expenditures  as a result of improved  targeting  and
increased sales due to better targeting and reach in urban markets.

         Major benefits of the  combination  of all Digital Mafia  Entertainment
services are  relevance in the target  markets -- precise  targeting  because of
site appeal to target markets --delivering impressions and transactions yielding
measured sales results for clients.  New Service & Product  Development  The Web
Site development  business is in its growth phase. Urban PC, Internet Portal and
E- Commerce  projects are in the conceptual design and feasibility  stages.  DME
believes that infusion of capital will enable DME to expand staff and associated
capacity  to  take on more  web  development  business.  Currently  the  Website
Solutions  component  of the  business is  operating  near  capacity  because of
limited  personnel.  DME has been careful to throttle demand for its services to
ensure continued  delivery of quality service to its existing client base. It is
the opinion of DME  management  that  additional  staffing is required to expand
capacity  to  achieve   economies   of  scale  and  exploit   increasing   sales
opportunities.

         New Services and Businesses under development are natural extensions of
the DME core. These include the development of an Urban Branded PC to facilitate
(i.e.   Creating   Market  Push)   expansion  of   Advertising   and  E-Commerce
opportunities  in Urban  Markets.  This is to be combined with  development of a
branded  urban portal  ("Creating  Market  Pull") with  compelling  and minority
relevant content and retail offerings.

         Digital Mafia  Entertainment  plans to continually develop new services
and enhance existing  services.  These new services are in the requirement stage
of development with some

                                        9

<PAGE>
     early  prototypes  having been  developed.  Commercialization  of these new
services is targeted for 2nd and 3rd quarter 1999.

         The DME  approach  to Urban  Content  development  has  allowed  DME to
position itself as a recognized  minority Web Development firm in Silicon Alley.
DME  offers its  clients  the  opportunity  to produce  marketing  and  commerce
solutions  that exploit the emerging  capabilities  of the internet and navigate
the complexities and nuances  associated with profitable  execution of marketing
campaigns in the urban market and more specifically  programs that reach today's
Generation X / Hip - Hop culture. As a Web development firm, DME provides a full
array  of  Web  development,  electronic  commerce,  interactive  marketing  and
promotional  services  for  small,  mid size  and  large  corporations  that are
currently doing business in Urban America or are trying to reach this lucrative,
ever changing and elusive market.

         In order to properly  address the target  markets,  deliver new digital
technologies,  and develop brand  awareness,  DME must build its management team
rapidly. Most of DME's management team is already in place. Collectively,  their
backgrounds  account  for  20  years  of  experience.   Currently,  there  is  a
significant  need for a  Director  of  E-Commerce  Strategy;  this  position  is
intended to be filled by the 2nd Quarter 1999.  In addition,  DME is planning to
hire  approximately  10 employees to perform various  functions  associated with
website development, design, content preparation,  operations and marketing. The
job titles may include Project Manager,  Programmer,  Designer,  Content Writer,
and Research Director.

Properties

         Digital Mafia maintains its principal  offices at 519 Palisades Avenue,
Englewood Cliffs, New Jersey 07632.

Litigation

         Digital  Mafia has advised  the  Company  that it is not a party to any
litigation.

          AMENDMENT OF THE CERTIFICATE OF INCORPORATION OF THE COMPANY

Background

         On  March  31,  1999,  the  Company's  Board of  Directors  unanimously
authorized,  an amendment to the  Company's  Certificate  of  Incorporation  (i)
increasing the number of authorized  shares from 10 million to 30 million shares
of Common  Stock;  and (ii)  changing the name of the Company to "Digital  Mafia
Entertainment,   Inc."  The   amendment  was  approved  by  a  majority  of  the
shareholders of the Company on April 30, 1999.

         Each of these proposed amendments is discussed in greater detail below.
Additionally,  a proposed form of Certificate of Amendment of the Certificate of
Incorporation  of the  Company  is  included  as  Exhibit B to this  Information
Statement.  A Certificate in  substantially  the form of Exhibit B will be filed
with  the  Delaware   Secretary  of  State  promptly  after  completion  of  the
Acquisition of Digital.


                                       10

<PAGE>
         The Board of Directors has determined that the adoption of the proposed
amendments will be in the best interests of the Company.

Reasons for the Authorized Actions

(i) The Company's  Board of Directors  believes that it is in the best interests
of the Company to increase the number of authorized  shares of Common Stock from
10  million  to 30  million  shares  of  Common  Stock in order  to  effect  the
Acquisition of Digital Mafia Enterprises. As of the date of the Record Date, the
Company had 3,135,500  shares issued and outstanding.  The Company  additionally
has  reserved  for  issuance  2,300,000  shares of common  stock  issuable  upon
exercise  of  outstanding  Warrants  and shares of common  stock  issuable  upon
exercise of employee stock options.  Taking into account the shares being issued
to Digital  Shareholders,  noteholders  and  creditors,  the Company  would have
inadequate authorized capital to effect such transactions.

         Following the adoption of the stock  amendment  and upon  completion of
the  Digital  Acquisition,  there will be at least  21,815,500  shares of common
stock issued and  outstanding  (assuming no further  conversion  of notes and no
further sales of common stock under the private  placement) and possibly as many
as  23,990,500  shares of common stock  issued and  outstanding  (assuming  full
conversion of notes and the sale of all  1,500,000  shares of common stock under
the private  placement).  The balance of the authorized  but unissued  shares of
common stock will be issuable at any time and from time to time by action of the
Board  of  Directors   without   further   authorization   from  the   Company's
shareholders,  except  as  otherwise  required  by  applicable  law or rules and
regulations  to which the Company may be subject,  to such  persons and for such
consideration  (but  not  less  than  the par  value  thereof)  as the  Board of
Directors determines.  Holders of Common Stock of the Company have no preemptive
rights to acquire or subscribe to any of the additional shares of Common Stock.

         Issuance of  additional  Common  Stock,  directly  or upon  exercise of
warrants or options if issued,  has potentially  dilutive effects on each of the
shareholders  to the extent that any of the authorized  but unissued  shares are
subsequently  issued.  The  issuance of such shares of Common Stock (or even the
potential  issuance)  may have a  depressive  effect on the market  price of the
Company's  securities.  Moreover, an increase in the number of authorized shares
would have a dilutive effect on the voting power of the outstanding Common Stock
of the Company.  Finally, the issuance of any of the additional shares of Common
Stock,  or options to purchase  shares at prices below the current  market price
would also have a dilutive effect on stockholder's equity in the Company.

(ii) The Company's Board of Directors  believes that it is in the best interests
of the Company to change the name of the Company to "Digital Mafia  Enterprises,
Inc." to reflect the new  business  direction  of the  Company.  The Company has
decided to redirect its business from the leasing of automobiles to the business
of web design and related services.  See "Business of Digital." To this end, the
Company sold  substantially  all of its leasing  assets in November  1998 and is
proposing to sell its remaining leasing business (PMS) to PRYD and its ownership
in AC Automotive to PRYD. The Company believes that its name will be an integral
part of its present and future  development,  in terms of public  recognition of
its corporate strategy and product development.


                                       11

<PAGE>
Required Vote

         The adoption of the above  described  amendments to the  Certificate of
Amendment of the Certificate of  Incorporation  requires the affirmative vote of
not less than a  majority  of the  votes  entitled  to be cast by all  shares of
Common Stock issued and outstanding on the Record Date. As discusses  above, the
Company's majority shareholder has approved the foregoing amendment.

No Right of Appraisal

         Under Delaware Business Corporation Law, the state in which the Company
is  incorporated,  the  increase  in the number of  authorized  shares  does not
require the Company to provide dissenting shareholders with a right of appraisal
and the Company will not provide shareholders with such right.


                        DIRECTORS AND EXECUTIVE OFFICERS

         The  following  persons  have been elected as directors by the majority
shareholder  pursuant  to its written  consent,  with such  elections  to become
effective  upon  the  closing  of  the  Digital  Acquisition.  Furthermore,  the
following persons will be elected as officers  effective upon the closing of the
Digital Acquisition:

<TABLE>
<CAPTION>

Name                                Age                       Position with the Company

<S>                                 <C>                       <C>
Darien Dash                         27                        President, Chief Executive Officer, Secretary
                                                              and Chairman of the Board of Directors

Malcolm D. Pryor                    60                        Director

Sandi Thomas                        38                        Director

Peter A. Levy                       38                        Director
</TABLE>


     Darien Dash is the founder of Digital  Mafia,  LLC.  Mr. Dash has more than
seven (7) years experience in the recording and technologies industry.  Prior to
founding  Digital Mafia LLC, Mr. Dash was the Eastern Region Marketing and Sales
Director  of  Digital  Music  Express   (DMX),   a  division  of   International
Cablecasting Technologies (ICT), the publicly held company whose majority shares
are owned and  controlled by cable giant TCI.  Prior to working at DMX, Mr. Dash
worked  as a  marketing  consultant  for a  number  of  Fortune  500  companies,
designing new media marketing and promotion plans for their existing content.

     Mr. Dash  received a B.A. in  Political  Science  and  Leadership  from the
University of Southern  California.  Mr. Dash was Black Student Union  President
and an active member of his fraternity Alpha Phi Alpha, Inc.


                                       12

<PAGE>
     Malcolmn D. Pryor is chairman  and  founding  partner of Pryor,  McClendon,
Counts & Co., Inc.  (PMC), an investment  banking firm  established in 1981, and
the recently formed Pryor & Co., LLC. The firm is headquartered in Philadelphia,
PA with branch offices in six cities and affiliates in two African countries.

     Malcolmn  Pryor  grew  up  in  Spotsylvania,  Virginia  where  he  attended
elementary and secondary schools.  He graduated from Howard University with a BA
in Marketing and Economics in 1968. After graduation,  Mr. Pryor was employed as
a Labor  Relations  Assistant in the steel  industry.  He left this  position to
attend the Wharton  School of the University of  Pennsylvania  where he earned a
Masters of Business Administration degree in Finance in 1972.

     Prior  to  establishing  Pryor,  Govan,  Counts  & Co.,  Mr.  Pryor  was an
institutional  sales  representative  for  Goldman,  Sachs &  Company.  Based in
Philadelphia  from 1972 to 1979, Mr. Pryor was responsible for  establishing and
expanding the government and money market securities  business.  He subsequently
became a member  of the  Philadelphia  Stock  Exchange  in 1981  where he traded
options on equity  securities until 1983. His firm (PMC) has  consistently  been
ranked among the top minority-owned banking firms in the country. PMC has worked
with many large corporation and emerging  companies in the private placement and
public offering of equity and debt securities.

     Mr. Pryor is a member of Board of Directors for The Pep Boys (Manny, Moe, &
Jack), CAL Merchant Bank and the Securities  Discount  Company in Accra,  Ghana,
Philadelphia  Orchestra,  Trustee Board of Lincoln University,  Fox Chase Cancer
Center,  Philadelphia  Chamber of Commerce,  National  Association of Securities
Professionals,  Corporate  Council on Africa,  Philadelphia  Urban  League,  and
Afro-American  Chamber of Commerce.  He is active in many professional and civic
organizations  and is the  recipient  of several  awards in  recognition  of his
achievement and leadership.

     Mr. Pryor is married to the former  Jacqueline  Mais and has five children.
He is an avid sports enthusiast, loves to read and coaches little league sports.

     Sandi Thomas is the Chief Operating Officer of MSBET. Sandi Thomas' current
responsibilities  include  managing the  production,  marketing,  editorial  and
advertising  sales of MSBET's web site.  MSBET is a jointly owned  subsidiary of
Microsoft Corporation and BET (Black Entertainment Television) Holdings Inc. Ms.
Thomas assumed  responsibility  for MSBET after working as business  development
manager focusing the on acquisition and development of online-programmming  from
entertainment media companies.  She has worked extensively with movie/television
studios,  independent  production companies,  cable and broadcast networks.  The
relationships  spanned  the range of  co-operative  marketing  plans,  licensing
agreements and establishing joint ventures, as is the case with BET. Previously,
Ms.  Thomas  was  group  product  manager  for  Microsoft  Works,  where she was
responsible  for product  planning and marketing of the  integrated  product for
causal computer users on the Windows, MS-DOS and Macintosh platforms.

     Prior to joining Microsoft, Ms. Thomas worked at Apple Computer Inc., where
she  was the  manager  of  Channel  Marketing  and  Operations  with  world-wide
responsibilities for systems software marketing.


                                       13

<PAGE>
     Prior to working at Apple,  Ms.  Thomas  held  several  positions  at Lotus
Development  Corporation  in Cambridge,  MA including  the  management of Inside
Sales,  Professional  Development.  Sandi  Thomas  also spent 3 years in the Far
East.  Although  based in Hong Kong and  Singapore,  she was tasked with driving
channel  marketing  and  communications  for  Korea,   Taiwan,  Hong  Kong,  the
Philippines, Singapore, Malaysia, Thailand and Indonesia. Ms. Thomas returned to
the US in 1990 as director of marketing,  Strategic Relationships.  Sandi Thomas
began her  career at IBM,  holding a variety of sales and  marketing  management
positions in San Francisco and Dallas.

     Sandi Thomas earned dual BA degrees from  Stanford  University in Political
Science and  African/African-American  studies.  She is a single, 3rd generation
Californian  and  currently  resides in  Redmond,  Washington  and  commutes  to
Washington DC where MSBET is headquartered.

     Peter  A.  Levy  is an  accomplished  attorney,  strategist,  and  business
executive.  As Vice President and Chief Technology  Counsel at Citibank,  and as
Senior  Attorney for AT&T's Business  Multimedia and Electronic  Commerce Group,
Peter Levy structured,  negotiated and developed many deals affecting electronic
commerce.  Mr. Levy was the legal architect for many of the Internet's  landmark
agreements, including Disney Com, Microsoft's FrontPage, McGraw Hill's Networked
Publishing and the Hewlett Packard-AT&T Electronic Commerce Alliance.

     As Director of AT&T's Advanced Consumer Enterprises,  Peter A Levy received
the acclaimed Spirit of Communication Award. His efforts in converging Strategic
Planning  and New  Business  Development  led to  break-through  innovations  in
consumer telephony and communications.

     Peter Levy served as legal counsel to the AT&T T Universal Card,  launching
a Credit Card that altered the marketplace and became the fastest growing credit
card in U.S.  history.  Mr. Levy  concentrates  his practice on  partnering  and
strategic alliances,  advertising law, privacy,  software licensing,  non-profit
fund development, co-marketing, distribution techniques, and communications.

     Mr.  Levy's  client list  includes  AT&T,  Hewlett  Packard,  Easter Seals,
Century  21  Construction,  Digital  Mafia  Entertainment,  Internet  Tradeline,
Worldwide Entertainment and Sports, Jannsen/Meyers Investment Bankers, Sobel and
Company, Sergeant Marketing, Jayton Publishing, and Special Olympics.

     An honors graduate from Harvard  University and a member of Phi Beta Kappa,
Peter  Levy was the  recipient  of the John  Harvard  Scholarship  For  Academic
Achievement  of the  Highest  Distinction.  He  graduated  with  honors from the
Cornell  School of Law,  and has an  Executive  MBA from the  American  Graduate
School of International Management.

     The directors of the Company are elected  annually by the  stockholders and
hold  office  until the next  annual  meeting of  stockholders,  or until  their
successors  are  elected  and  qualified.  The  executive  officers  are elected
annually  by the board of  directors,  serve at the  discretion  of the board of
directors  and hold office  until their  successors  are elected and  qualified.
Vacancies on the board of directors may be filled by the remaining directors.


                                       14

<PAGE>
     As permitted under Delaware  Corporation Law, the Company's  Certificate of
Incorporation  eliminates the personal liability of the directors to the Company
or any of its  stockholders  for damages for breaches of their fiduciary duty as
directors.  As a result of the inclusion of such provision,  stockholders may be
unable to recover  damages  against  directors  for actions  taken by them which
constitute  negligence  or gross  negligence  or that are in  violation of their
fiduciary duties.  The inclusion of this provision in the Company's  Certificate
of  Incorporation  may reduce the  likelihood of derivative  litigation  against
directors and other types of stockholder litigation.

                    SALE OF PMS AND AUTOMOTIVE STOCK TO PRYD

     As  discussed   above,  the  Company's  Board  of  Directors  and  majority
shareholder  have  approved the sale of the Company's 16% interest in Automotive
to Pride for $1.00, notwithstanding the fact that such shares had a value on the
books of the Company of $4,048,460.  The Company is selling such shares to Pride
as a result of  negotiations  with Digital and because Nasdaq has questioned the
value of such holdings.

     The Company had originally  agreed to grant an option to PRYD to allow PRYD
to acquire the Automotive shares owned by the Company for the sum of $4,048,460,
which is the value that such  shares are  carried on the  Company's  books.  The
Company had additionally  agreed to grant PRYD a proxy to vote same for a period
of ten years.  However,  when the  Digital  transaction  was  renegotiated,  the
Company agreed to renegotiate the Automotive  transaction,  with the result that
the  Company  has now  agreed to sell PRYD the  Automotive  stock for the sum of
$1.00.

     In addition, the Company is selling PMS to PRYD for the sum of $1.00 on the
closing of the Digital Acquisition. PMS is winding down its operations and has a
negative net worth.  The Company has proposed selling PMS to its parent company,
PRYD for nominal consideration (ie, $1.00) because it is of the opinion that PMS
is of no commercial value.  Moreover,  the Company has agreed to dispose of same
to PRYD to allow PRYD to sell off the  remaining  assets and attempt to minimize
any  additional  losses to lenders of PMS.  Management  of the Company is of the
belief that disposing of PMS will increase the Company's net tangible assets.

Required Vote

     The sale of the PMS and  Automotive  stock to PRYD would result in the sale
of substantially all of the remaining assets of the Company. Pursuant to Section
271 of the Delaware  General  Corporation  Law, the sale of such assets has been
approved by the Board of Directors and by PRYD, the majority  shareholder of the
Company.  The Company has not  received an  appraisal  or fairness  opinion with
respect to the sale of such assets.

                                       15

<PAGE>
                     RATIFICATION OF INDEPENDENT ACCOUNTANTS

     The Company's majority shareholder and Board of Directors have ratified the
selection of Mitchell & Titus, LLP, as the Company's independent accountants for
the fiscal year ended  November 30, 1999.  Mitchell & Titus,  LLP has previously
been  retained by Digital  and is being  retained by the Company for fiscal 1999
because of such relationship and the fact that the Company will be effecting its
operations through Digital during fiscal 1999.


                             ADDITIONAL INFORMATION

     The  Company's  annual  report on Form  10-KSB  for the  fiscal  year ended
November 30, 1998 is hereby incorporated by reference.  The Company will furnish
a copy of the Form 10- KSB or any exhibit  thereto upon request by a shareholder
to Alan  Lubinsky,  Pride  Automotive  Group Inc.,  Pride House,  Watford  Metro
Centre, Tolpits Lane, Watford Hertfordshire, WD1 8SB England.

                                             By Order of the Board of Directors,


                                                    PRIDE AUTOMOTIVE GROUP, INC.



                                                        Alan Lubinsky, Secretary


New York, New York
               , 1999

                                       16

<PAGE>
                                    AGREEMENT

                     CONCERNING THE EXCHANGE OF COMMON STOCK

                                      AMONG

                          PRIDE AUTOMOTIVE GROUP, INC.

                         DIGITAL MAFIA ENTERPRISES, LLC

                                       and

               THE SHAREHOLDERS OF DIGITAL MAFIA ENTERPRISES, LLC




<PAGE>



                                TABLE OF CONTENTS

<TABLE>
<CAPTION>
                                                                                                           Page No.

<S>     <C>                                                     <C>
ARTICLE 1 - EXCHANGE OF SECURITIES                              1

         1.1  - Issuance of Shares                               1
         1.2  - Exemption from Registration                      1

ARTICLE 2 - REPRESENTATIONS AND WARRANTIES OF DME               2

         2.1  - Organization                                     2
         2.2  - Capital                                          2
         2.3  - Subsidiaries                                     2
         2.4  - Directors and Officers                           2
         2.5  - Financial Statements                             2
         2.6  - Investigation of Financial Condition             3
         2.7  - Compliance with Laws                             3
         2.8  - Litigation                                       3
         2.9  - Authority                                        3
         2.10 - Ability to Carry Out Obligations                 4
         2.11 - Full Disclosure                                  4
         2.12 - Material Contracts                               4
         2.13 - Indemnification                                  4
         2.14 - Transactions with Officers and Directors         4
         2.15 - Background of Officers and Directors             5
         2.16 - Employee Benefits                                6

ARTICLE 3 - REPRESENTATIONS AND WARRANTIES OF PRIDE AUTOMOTIVE
GROUP                                                           6

         3.1  - Organization                                     6
         3.2  - Capital                                          6
         3.3  - Subsidiaries                                     6
         3.4  - Directors and Officers                           6
         3.5  - Financial Statements                             6
         3.6  - Absence of Changes                               7
         3.7  - Absence of Undisclosed Liabilities               7
         3.8  - Tax Returns                                      7
         3.9  - Investigation of Financial Condition             7
         3.10 - Trade Names and Rights                           7
         3.11 - Compliance with Laws                             7
         3.12 - Litigation                                       8


<PAGE>
         3.13 - Authority                                        8
         3.14 - Ability to Carry Out Obligations                 8
         3.15 - Validity of Pride Automotive Group Shares        8
         3.16 - Full Disclosure                                  8
         3.17 - Assets                                           9
         3.18 - Material Contracts                               9

ARTICLE 4 - REPRESENTATIONS AND WARRANTIES OF SHAREHOLDERS      9

         4.1  - Share Ownership                                  9
         4.2  - Investment Intent                                9
         4.3  - Indemnification                                 10
         4.4  - Legend                                          10

ARTICLE 5 - COVENANTS                                           11

         5.1  - Investigative Rights                            11
         5.2  - Conduct of Business                             11

ARTICLE 6 - CONDITIONS PRECEDENT TO PRIDE AUTOMOTIVE GROUP'S
PERFORMANCE                                                    11

         6.1  - Conditions                                      11
         6.2  - Accuracy of Representations                     11
         6.3  - Performance                                     12
         6.4  - Absence of Litigation                           12
         6.5  - Acceptance by DME Shareholders                  12
         6.6  - Officer's Certificate                           12
         6.7  - Opinion of Counsel to DME                       12

ARTICLE 7 - CONDITIONS PRECEDENT TO DME'S PERFORMANCE           13

         7.1  - Conditions                                      13
         7.2  - Accuracy of Representations                     13
         7.3  - Performance                                     14
         7.4  - Absence of Litigation                           14
         7.5  - Current Status                                  14
         7.6  - Directors of Pride Automotive Group             14
         7.7  - Officers of Pride Automotive Group              14
         7.8  - Cash Assets                                     14
         7.9  - Officer's Certificate                           14
         7.10 - Opinion of Counsel                              14



<PAGE>
ARTICLE 8 - CLOSING                                            16

         8.1  - Closing                                        16

ARTICLE 9 - MISCELLANEOUS                                      17

         9.1  - Captions and Headings                          17
         9.2  - No Oral Change                                 17
         9.3  - Non-Waiver                                     17
         9.4  - Entire Agreement                               17
         9.5  - Choice of Law                                  17
         9.6  - Counterparts                                   17
         9.7  - Notices                                        17
         9.8  - Brokers                                        18
         9.9  - Binding Effect                                 18
         9.10 - Mutual Cooperation                             18
         9.11 - Announcements                                  19
         9.12 - Expenses                                       19
         9.13 - Survival of Representations
                     and Warranties                            19
         9.14 - Exhibits                                       19

Signatures                                                     19

EXHIBITS
</TABLE>

         Allocation of DME Shares                   Exhibit 1.1
         Directors and Officers of DME              Exhibit 2.4
         DME Financial Statements                   Exhibit 2.5
         Material Contracts                         Exhibit 2.12
         Directors and Officers of Pride
         Automotive Group                           Exhibit 3.4
         Pride Automotive Group November 30, 1998
         Report on Form 10-KSB




<PAGE>
                                    AGREEMENT

     AGREEMENT,  made as of the 30th day of  March,  1999,  by and  among  Pride
Automotive  Group,  Inc., a Delaware  corporation  ("Pride  Automotive  Group"),
Digital  Mafia  Enterprises,  LLC, a New Jersey  Limited  Liability  Corporation
("DME") and the shareholders of DME, Inc. (the "Shareholders").

     WHEREAS,  Pride  Automotive  Group desires to acquire all of the issued and
outstanding  shares  and/or  membership  interests  of DME, in  exchange  for an
aggregate of  14,800,000  authorized  but unissued  shares of the common  stock,
$.001 par value, of Pride Automotive Group (the "Exchange Stock"); and

     WHEREAS,  the  Shareholders  desire to  exchange  their DME  shares for the
Exchange Stock as set forth herein; and

     WHEREAS,  DME  desires  to  assist  Pride  Automotive  Group in a  business
combination  which will result in the  Shareholders of DME owning  approximately
66% of the then issued and outstanding shares of Pride Automotive Group's Common
Stock and Pride  Automotive  Group  owning  100% of the issued  and  outstanding
shares of DME's Capital Stock;

     NOW,  THEREFORE,  in consideration  of the mutual  promises,  covenants and
representations contained herein, the parties hereto agree as follows:

                                    ARTICLE I

                             Exchange of Securities

     1.1 Issuance of Shares.  Subject to all of the terms and conditions of this
Agreement,  Pride  Automotive  Group agrees to issue to Shareholders  14,800,000
shares the Exchange Stock in exchange for all of the  outstanding  shares of DME
capital  stock  owned by the  Shareholders.  The  Exchange  Stock will be issued
directly to the  Shareholders of DME on the Closing Date,  subject to the tender
of their  respective DME stock  certificates  to Pride  Automotive  Group,  duly
endorsed in blank.

     1.2 Exemption from Registration.  The parties hereto intend that the Common
Stock to be issued by Pride Automotive Group to the Shareholders shall be exempt
from the  registration  requirements  of the  Securities Act of 1933, as amended
(the "Act")  pursuant to Section  4(2) of the Act and the rules and  regulations
promulgated thereunder.




<PAGE>
                                    ARTICLE 2

     Representations and Warranties of DME

     DME and Darien Dash (Darien Dash ["Dash"] being hereinafter  referred to as
the "Principal Shareholder") represents to Pride Automotive Group that:

     2.1 Organization.  DME is a corporation duly organized and validly existing
and in good  standing  under  the  laws  of New  Jersey  and  has all  necessary
corporate powers to own its properties and to carry on its business as now owned
and operated by it, and is duly qualified to do business and is in good standing
in each of the states where its business requires qualification.

     2.2 Capital.  The  authorized  capital  stock of DME is as set forth on the
annexed  exhibit 2.2, a copy of which is annexed  hereto and made a part hereof.
The shares  currently  outstanding  are owned by the  Shareholders of DME as set
forth in Exhibit 2.1 hereto. All of the issued and outstanding shares of DME are
duly  and  validly  issued,  fully  paid,  and  non-assessable.   There  are  no
outstanding subscriptions,  options, rights, warrants, debentures,  instruments,
convertible  securities,  or other  agreements or commitments  obligating DME to
issue or to transfer from treasury any additional shares of its capital stock of
any class.

     2.3 Subsidiaries.  As of the date of this Agreement,  DME does not have any
subsidiaries or own any interest in any other enterprise.

     2.4 (a) Directors and Officers.  Exhibit 2.4 to this Agreement, the text of
which is incorporated herein by reference,  contains the names and titles of all
directors and officers of DME as of the date of this Agreement.

     2.5 (b) Financial Statements.  The current DME audited financial statements
as of December 31, 1998,  which are annexed  hereto as Exhibit 2.5 and have been
delivered to Pride Automotive Group prior to the Closing, are complete, accurate
and fairly present the financial condition of DME as of the date thereof and the
results of operations  for the period then ended.  Since  December 31, 1998, the
business of DME has been operated only in the normal course.

     There  are  no  material  liabilities,  either  fixed  or  contingent,  not
reflected in such  financial  statements  other than contracts or obligations in
the ordinary and usual course of business;  and no such contracts or obligations
in the usual course of business  constitute liens or other liabilities which, if
disclosed, would materially alter the financial condition of DME as reflected in
such  financial  statements.  The financial  statements of DME are  incorporated
herein by reference and deemed to be a part hereof.


                                        2

<PAGE>
     2.6 Investigation of Financial Condition. Without in any manner reducing or
otherwise  mitigating the  representations  contained  herein,  Pride Automotive
Group and/or its attorneys shall have the  opportunity to meet with  accountants
and attorneys of DME to discuss the  financial  condition of DME. DME shall make
available to Pride  Automotive  Group and/or its attorneys all books and records
of DME. If the transaction  contemplated hereby is not completed,  all documents
received by Pride Automotive Group and/or its attorneys shall be returned to DME
and all information so received shall be treated as confidential.

     2.7 Compliance with Laws. DME has complied with and are not in violation of
applicable federal,  state or local statutes,  laws and regulations  (including,
without limitation,  any applicable building,  zoning or other law, ordinance or
regulation)  affecting its  properties  or the  operation of its  business.  All
Federal and State income tax returns required to be filed by DME have been filed
and all required taxes have been paid or an adequate  reserve  therefor has been
established in the financial statements. DME's tax returns have not been audited
by any authority empowered to do so.

     2.8  Litigation.  Neither  DME nor  Dash is a party  to any  suit,  action,
arbitration  or  legal,  administrative  or other  proceeding,  or  governmental
investigation  pending  or,  to the  best  knowledge  of DME and  the  Principal
Shareholder,  threatened  against  or  affecting  DME or Dash,  their  assets or
financial  condition,  except for matters which would not have a material effect
on DME, Dash or their respective properties.  Neither DME nor Dash is in default
with respect to any order,  writ,  injunction  or decree of any federal,  state,
local or foreign court, department,  agency or instrumentality applicable to it.
Neither DME nor Dash is engaged in any lawsuits to recover any  material  amount
of moneys due to DME or Dash.

     2.9  Authority.  The Board of Directors of DME has authorized the execution
of this Agreement and the consummation of the transactions  contemplated herein,
and upon obtaining any necessary shareholder approval,  DME will have full power
and authority to execute,  deliver and perform this Agreement and this Agreement
will be a legal, valid and binding obligation of DME,  enforceable in accordance
with its terms  and  conditions,  except as may be  limited  by  bankruptcy  and
insolvency laws and by other laws affecting the rights of creditors generally.

     2.10 Ability to Carry Out  Obligations.  The execution and delivery of this
Agreement by DME and the performance by DME of its obligations  hereunder in the
time and manner  contemplated  will not cause,  constitute  or conflict  with or
result in (a) any breach or violation of any of the  provisions of or constitute
a default under any license, indenture, mortgage, charter, instrument,  articles
of incorporation, by-laws, or other agreement or instrument to which DME or Dash
is a party or by which  either  party may be  bound,  nor will any  consents  or
authorizations  of any party other than those hereto be  required;  (b) an event
that would permit any party to any agreement or  instrument,  to terminate it or
to accelerate the maturity of any

                                        3

<PAGE>
indebtedness  or other  obligation  of DME or Dash;  or (c) an event  that would
result in the creation or imposition of any lien,  charge, or encumbrance on any
asset of DME or Dash.

     2.11 Full Disclosure.  None of the  representations  and warranties made by
DME and the Principal  Shareholder  herein,  or in any exhibit,  certificate  or
memorandum  furnished or to be  furnished by DME, or on its behalf,  contains or
will contain any untrue  statement of material  fact, or omit any material fact,
the omission of which would be misleading.

     2.12 Material Contracts. Neither DME nor Dash has any material contracts to
which either is a party or by which they are bound,  except for those agreements
set forth on the annexed hereto as Exhibit 2.12.

     2.13 Indemnification. DME and the Principal Shareholder agree to defend and
hold harmless Pride Automotive  Group, its officers and directors against and in
respect of any and all claims,  demands,  losses, costs, expenses,  obligations,
liabilities, damages, recoveries and deficiencies, including interest, penalties
and reasonable  attorney's fees, that it shall incur or suffer,  which arise out
of,  result  from or relate to any breach of or failure by DME to perform any of
its  respective  representations,  warranties,  covenants and agreements in this
Agreement or in any exhibit or other instrument  furnished or to be furnished by
DME under this Agreement.

     2.14  Transactions  with  Officers  and  Directors.   Except  as  otherwise
disclosed in DME's financial statements dated December 31, 1998 and delivered to
Pride Automotive  Group,  there have been, and through the date of Closing there
will  be (1) no  bonuses  or  unusual  compensation  to any of the  officers  or
directors of DME; (2) no loans,  leases or contracts  made to or with any of the
officers or directors of DME; (3) no dividends or other  distributions  declared
or paid by DME; and (4) no purchases by DME of any of its capital shares.

     2.15  Background  of  Officers  and  Directors.  During  the past five year
period, no officer or director of DME has been the subject of:

     (a) A petition under the Federal  Bankruptcy  laws or any other  insolvency
law or has a receiver, fiscal agent or similar officer been appointed by a court
for the business or property of such person,  or any partnership in which he was
a general partner at or within two years before the time of such filing,  or any
corporation or business  association of which he was an executive  officer at or
within two years before the time of such filing;

     (b) A conviction  in a criminal  proceeding or a named subject of a pending
criminal proceeding (excluding traffic violations and other minor offenses);


                                        4

<PAGE>
     (c) Any order, judgment or decree, not subsequently reversed,  suspended or
vacated,  of any court of competent  jurisdiction,  permanently  or  temporarily
enjoining him from, or otherwise limiting, the following activities:

     (i)  Acting  as  a  futures  commission   merchant,   introducing   broker,
commodities  trading advisor,  commodity pool operator,  floor broker,  leverage
transaction merchant,  any other person regulated by the United States Commodity
Futures Trading  Commission or an associated person of any of the foregoing,  or
as an investment advisor, underwriter,  broker or dealer in securities, or as an
affiliated person, director or employee of any investment company, bank, savings
and loan  association  or insurance  company,  or engaging in or continuing  any
conduct or practice in connection with such activity;

     (ii) Engaging in any type of business practice; or

     (iii) Engaging in any activity in connection  with the purchase and sale of
any security or commodity or in connection with any violation of Federal,  State
or other securities law or commodities law.

     (d) Any order, judgment,  decree, not subsequently  reversed,  suspended or
vacated,  of any  Federal,  State or local  authority  barring,  suspending,  or
otherwise  limiting  for more than 60 days the right of such person to engage in
any activity described in the preceding sub-paragraph,  or to be associated with
persons engaged in any such activity;

     (e) a finding by any court of competent  jurisdiction  in a civil action or
by the United  States  Securities  and Exchange  Commission to have violated any
securities  law,  and the  judgment  in such  civil  action or  finding  by such
Commission has not been subsequently reversed, suspended or vacated; or

     (f) a finding by any court of competent  jurisdiction  in a civil action or
by the United States Commodity  Futures Trading  Commission to have violated any
commodities  law,  and the  judgment  in such  civil  action or  finding by such
Commission has not been subsequently reversed, suspended or vacated.

     2.16 Employee Benefits.  DME does not have any pension plan, profit sharing
or similar employee benefit plan.




                                        5

<PAGE>
                                    ARTICLE 3

     Representations and Warranties of Pride Automotive Group

     Pride Automotive Group represents and warrants to DME that:

     3.1  Organization.  Pride Automotive Group is a corporation duly organized,
validly  existing and in good standing  under the laws of Delaware,  and has all
necessary corporate powers to own properties and to carry on business.

     3.2  Capital.  The  authorized  capital  stock  of Pride  Automotive  Group
consists of  10,000,000  shares of Common  Stock,  par value $.001 per share and
2,000,000  shares of  Preferred  Stock,  par value $.01 per share,  which may be
issued in one or more series at the discretion of the board of directors.  As of
the  date of this  Agreement,  there  were  2,822,500  shares  of  Common  Stock
outstanding,  all of which were fully  paid and  non-assessable.  Except for the
Options owned by those persons  identified in the Report on Form 10-KSB of Pride
Automotive  Group  for the year  ended  November  31,  1998,  the  Underwriters'
Warrants  issued in connection  with Pride  Automotive  Group's  initial  public
offering  and the  1,300,000  Warrants  which were sold in the Pride  Automotive
Group initial offering, there are no outstanding subscriptions, options, rights,
warrants,  convertible securities, or other agreements or commitments obligating
Pride  Automotive  Group to issue or to transfer  from  treasury any  additional
shares of its capital stock of any class.

     3.3 Subsidiaries. Pride Automotive Group has does not have any subsidiaries
or own any interest in any other enterprise (whether or not such enterprise is a
corporation) except for those entities identified on Exhibit 3.3, annexed hereto
and made a part hereof.  Notwithstanding  the foregoing,  Pride Automotive Group
has agreed to sell its interest in PMS and in Automotive to Pride,  Inc. for the
sum of $1.00 at the Closing of this transaction.

     3.4  Directors  and  Officers.  Exhibit  3.4,  annexed  hereto  and  hereby
incorporated herein by reference, contains the names and titles of all directors
and officers of Pride Automotive Group as of the date of this Agreement.  All of
such officers and directors shall resign at the Closing.

     3.5 Financial  Statements.  Exhibit 3.5,  annexed  hereto and  incorporated
herein by reference,  consists of the Pride Automotive  Group audited  financial
statements as of November 30, 1998.



                                        6

<PAGE>
     3.6 Changes Since  November 30, 1998.  Since  November 30, 1998,  there has
been a change in the  financial  condition and  operations  of Pride  Automotive
Group,  to the extent  that it's PMS  subsidiary  has sold the  majority  of its
leasing assets,  has agreed to sell its interest in PMS and Automotive for $1.00
and has generally discontinued active business operations.

     3.7 Absence of  Undisclosed  Liabilities.  As of September 30, 1991,  Pride
Automotive Group did not have any material debt, liability, or obligation of any
nature, whether accrued, absolute,  contingent, or otherwise, and whether due or
to become due, that is not reflected in Pride  Automotive  Group's balance sheet
as of November  30,  1998.  There have been no new  liabilities  incurred  since
November 30, 1998,  except for those incurred in the ordinary course of business
and in connection with this transaction.

     3.8 Tax  Returns.  Within  the times and in the manner  prescribed  by law,
Pride  Automotive  Group  has  filed all  federal,  state and local tax  returns
required  by law and has paid  all  taxes,  assessments  and  penalties  due and
payable.  The  provisions  for taxes,  if any,  reflected  in the balance  sheet
included in Exhibit 3.5 is adequate for any and all federal,  state,  county and
local taxes for the period  ending on the date of such balance sheet and for all
prior  periods,  whether or not  disputed.  There are no present  disputes as to
taxes of any nature payable by Pride Automotive Group.

     3.9 Investigation of Financial Condition. Without in any manner reducing or
otherwise  mitigating the  representations  contained herein, DME shall have the
opportunity to meet with Pride Automotive  Group's  accountants and attorneys to
discuss the financial  condition of Pride  Automotive  Group.  Pride  Automotive
Group  shall make  available  to DME all books and  records of Pride  Automotive
Group.

     3.10  Trade  Names and  Rights.  Pride  Automotive  Group  does not use any
trademark,  service mark,  trade name, or copyright in its business,  or own any
trademarks,  trademark  registrations or applications.  To the best knowledge of
Pride Automotive Group, no person owns any trademark,  trademark registration or
application,  service mark, trade name, copyright,  or copyright registration or
application the use of which is necessary or contemplated in connection with the
operation of Pride Automotive Group's business.

     3.11 Compliance with Laws.  Pride Automotive Group has complied with and is
not in  violation  of  applicable  federal,  state  or local  statutes,  laws or
regulations  (including,  without limitation,  any applicable building,  zoning,
securities or other law, ordinance,  or regulation)  affecting its properties or
the operation of its business.

     3.12 Litigation. Pride Automotive Group is not a party to any suit, action,
arbitration,  or legal,  administrative,  or other  proceeding,  or governmental
investigation  pending  or, to the best  knowledge  of Pride  Automotive  Group,
threatened against or affecting Pride Automotive

                                        7

<PAGE>
Group or its business,  assets or financial condition,  except for litigation in
the amount of $95,000 relating to the non-payment of an overdue promissory note.
Pride Automotive Group also in default with respect to an additional  $1,615,000
of notes and owes non-trade debt of approximately $364,000,  which debt shall be
satisfied  at the  Closing by the  issuance of 728,000  shares of common  stock.
Pride  Automotive Group shall  additionallY  offer holders of said $1,700,000 of
overdue  notes the right to convert same to 3,400,000  shares of common stock on
or before the Closing. Pride Automotive Group is not engaged in any legal action
to recovery moneys due to it.

     3.13 Authority. The Board of Directors and Shareholders of Pride Automotive
Group have  authorized  the  execution of this  Agreement  and the  transactions
contemplated  herein, and Pride Automotive Group has full power and authority to
execute,  deliver and perform this  Agreement  and this  Agreement is the legal,
valid and binding  obligation  of Pride  Automotive  Group,  is  enforceable  in
accordance with its terms and conditions, except as may be limited by bankruptcy
and  insolvency  laws  and by other  laws  affecting  the  rights  of  creditors
generally.

     3.14 Ability to Carry Out  Obligations.  The execution and delivery of this
Agreement by Pride  Automotive  Group and the  performance  by Pride  Automotive
Group of its obligations hereunder will not cause, constitute,  or conflict with
or  result  in (a)  any  breach  or  violation  of any of the  provisions  of or
constitute  a  default  under  any  license,   indenture,   mortgage,   charter,
instrument, articles of incorporation, by-laws, or other agreement or instrument
to which Pride  Automotive  Group is a party,  or by which it may be bound,  nor
will any  consents or  authorizations  of any party  other than those  hereto be
required;  (b) an  event  that  would  permit  any  party  to any  agreement  or
instrument to terminate it or to accelerate the maturity of any  indebtedness or
other obligation of Pride Automotive Group; or (c) an event that would result in
the creation or imposition of any lien,  charge,  or encumbrance on any asset of
Pride Automotive Group.

     3.15  Validity  of Pride  Automotive  Group  Shares.  The  shares  of Pride
Automotive Group Common Stock to be delivered  pursuant to this Agreement,  when
issued  in  accordance  with  the  provisions  of this  Agreement,  will be duly
authorized, validly issued, fully paid and non-assessable.

     3.16 Full Disclosure.  None of the  representations  and warranties made by
Pride  Automotive  Group herein,  or in any exhibit,  certificate  or memorandum
furnished  or to be  furnished  by Pride  Automotive  Group,  or on its  behalf,
contains or will  contain any untrue  statement  of material  fact,  or omit any
material fact, the omission of which would be misleading.

     3.17 Assets. Pride Automotive Group has good and marketable title to all of
its  property  free and clear of any and all  liens,  claims  and  encumbrances,
except as disclosed in its financial statements.

                                        8

<PAGE>
     3.18 Material  Contracts.  Except as otherwise  disclosed in this agreement
and in its Report on From 10-KSB for the period ended  November 30, 1998,  Pride
Automotive Group has no material contracts to which it is a party or by which it
is bound.


                                    ARTICLE 4

                 Representations and Warranties of Shareholders

     4.1 Share Ownership.  Each  Shareholder  represents that he holds shares of
DME's common stock as set forth in Exhibit 2.2 hereof,  and that such shares are
owned of record and  beneficially by such  shareholder,  and such shares are not
subject to any lien,  encumbrance or pledge,  and are  restricted  securities as
defined in Rule 144 of the Securities Act of 1933.  Each  Shareholder  severally
represents  that he holds  authority  to  exchange  his shares  pursuant to this
Agreement.

     4.2 Investment Intent.  Each Shareholder  understands and acknowledges that
the shares of Exchange Stock are being offered for exchange in reliance upon the
exemption  provided in Section 4(2) of the Securities Act of 1933 for non-public
offerings;  and  each  Shareholder  makes  the  following   representations  and
warranties  with the  intent  that same may be relied  upon in  determining  the
suitability of each such shareholder as a purchaser of securities:

     (a) Each  such  Shareholder  acknowledges  that the  Exchange  Stock  being
acquired  solely for the account of such  Shareholder,  for investment  purposes
only,  and  not  with  a view  towards  or  for  sale  in  connection  with  any
distribution   thereof,  and  with  no  present  intention  of  distributing  or
re-selling any part of the Exchange Stock;

     (b) Each  Shareholder  agrees not to dispose of his Exchange  Stock, or any
portion thereof unless and until counsel for Pride  Automotive  Group shall have
determined that the intended disposition is permissible and does not violate the
Securities Act of 1933 or any applicable state securities laws, or the rules and
regulations thereunder;

     (c) Each Shareholder  acknowledges that Pride Automotive Group has made all
documentation  pertaining to all aspects of the herein transaction  available to
him and to his qualified representatives, if any, and has offered such person or
persons an  opportunity to discuss such  transaction  with the officers of Pride
Automotive Group;

     (d) Each  Shareholder  represents  that he has  relied  solely  upon  Pride
Automotive  Group's Report on Form 10-KSB for the period ended November 30, 1998
and independent  investigations made by such Shareholder or his representatives,
if any;


                                        9

<PAGE>
     (e) Each Shareholder represents that he is knowledgeable and experienced in
making and  evaluating  investments  of this  nature and  desires to acquire the
Exchange Stock on the terms and conditions herein set forth;

     (f) Each  Shareholder  represents that he is able to bear the economic risk
of an investment, as a result of the herein transaction, in the Exchange Stock;

     (g) Each  Shareholder  represents that he understands that an investment in
the Exchange Stock is not liquid,  and each  Shareholder  represents that he has
adequate means of providing for his current needs and personal contingencies and
has no need of liquidity in this investment; and

     (h) Each shareholder represents that he is an "accredited investor" as that
term is defined in Rule 501 of Regulation D,  promulgated  under the  Securities
Act of 1933.

     4.3  Indemnification.  Each  Shareholder  recognizes  that the offer of the
Exchange Stock to him is based upon the  representations  and warranties made by
such  Shareholder  set forth and contained  herein and each  Shareholder  hereby
agrees to  indemnify  and hold  harmless  Pride  Automotive  Group  against  all
liability, costs or expenses (including reasonable attorney's fees) arising as a
result of any misrepresentations made herein by such Shareholder.

     4.4 Legend.  Each Shareholder  agrees that the certificates  evidencing the
Exchange  Stock  acquired  pursuant to this  Agreement will have a legend placed
thereon stating that the securities  have not been  registered  under the Act or
any state  securities laws and setting forth or referring to the restrictions on
transferability and sale of such securities.


                                    ARTICLE 5

                                    Covenants

     5.1 Investigative Rights. From the date of this Agreement until the Closing
Date, Pride Automotive Group and DME shall provide to each other, and such other
party's counsels,  accountants,  auditors and other authorized  representatives,
full access during normal  business hours and upon  reasonable  advance  written
notice of each party's properties, books, contracts, commitments and records for
the purpose of examining the same. Each party shall furnish the other party with
all  information  concerning  each  party's  affairs  as  the  other  party  may
reasonably request.



                                       10

<PAGE>
     5.2 Conduct of Business.  Prior to the Closing,  Pride Automotive Group and
DME shall each  conduct its business in the normal  course,  and shall not sell,
pledge,  or assign any assets,  without the prior written  approval of the other
party  except in the regular  course of business or as part of the  transactions
contemplated  hereby.  Neither  Pride  Automotive  Group nor DME shall amend its
Articles of Incorporation or By-laws, declare dividends, redeem or sell stock or
other  securities,  incur  additional  or newly funded  liabilities,  acquire or
dispose of fixed assets,  change  employment  terms,  enter into any material or
long  term  contract,  guarantee  obligations  of any  third  party,  settle  or
discharge any balance sheet receivable for less than its stated amount, pay more
on any liability  than its stated  amount,  or enter into any other  transaction
other than in the regular course of business.

                                    ARTICLE 6

          Conditions Precedent to Pride Automotive Group's Performance

     6.1 Conditions.  Pride Automotive  Group's  obligations  hereunder shall be
subject to the satisfaction, at or before the Closing, of all the conditions set
forth in this  Article 6. Pride  Automotive  Group may waive any or all of these
conditions in whole or in part without prior notice; provided,  however, that no
such wavier of a condition shall  constitute a waiver by Pride  Automotive Group
of any other  condition or of any of Pride  Automotive  Group's  other rights or
remedies, at law or in equity, if DME or the Shareholders shall be in default of
any of their representations, warranties or covenants under this Agreement.

     6.2  Accuracy of  Representations.  Except as  otherwise  permitted by this
Agreement,  all  representations  and warranties by Shareholders and DME in this
Agreement  or in  any  written  statement  that  shall  be  delivered  to  Pride
Automotive  Group by DME under this Agreement  shall be true and accurate on and
as of the Closing Date as though made at that time.

     6.3 Performance. DME shall have performed, satisfied, and complied with all
covenants,  agreements and conditions required by this Agreement to be performed
or complied with by it, on or before the Closing Date.

     6.4 Absence of Litigation.  No action,  suit or proceeding before any court
or  any   governmental   body  or  authority,   pertaining  to  the  transaction
contemplated  by  this  Agreement  or  to  its  consummation,  shall  have  been
instituted or threatened against DME or Dash on or before the Closing Date.

     6.5 Acceptance by DME Shareholders. The holders of an aggregate of not less
than 100% of the issued and outstanding shares of common stock of DME shall have
agreed to exchange their shares for shares of the Exchange Stock.


                                       11

<PAGE>
     6.6 Officer's  Certificate.  DME shall have  delivered to Pride  Automotive
Group a  certificate,  dated the Closing  Date,  and signed by the President and
Secretary of DME,  certifying that each of the conditions  specified in Sections
6.2 through 6.5 hereof have been fulfilled.

     6.7 Opinion of Counsel to DME. DME shall have delivered to Pride Automotive
Group an opinion of its counsel, dated the Closing date, to the effect that:

     (a) DME is a  corporation  duly  organized,  validly  existing  and in good
standing  under the laws of the State of New Jersey and has the corporate  power
and is duly authorized,  qualified, franchised and licensed under all applicable
laws, regulations, ordinances and orders of public authorities to own all of its
properties  and assets and to carry on its business in all material  respects as
it is now being conducted,  including  qualification to do business as a foreign
corporation  in the states in which the  character  and  location  of the assets
owned  by  it  or  the  nature  of  the  business   transacted  by  it  requires
qualification;

     (b) To the best knowledge of such legal counsel, the execution and delivery
by DME of this Agreement and the consummation of the  transactions  contemplated
by this Agreement in accordance  with the terms hereof will not conflict with or
result  in the  breach  of  any  term  or  provision  of  DME's  certificate  of
incorporation  or  by-laws  or  constitute  a default or give rise to a right of
termination,   cancellation  or  acceleration   under  any  material   mortgage,
indenture,  deed of trust, license agreement or other obligation, or violate any
court order,  writ,  injunction or decree applicable to DME, or their properties
or assets;

     (c) The  authorized  capital  stock of DME is as set  forth on the  annexed
exhibit  2.2, a copy of which is  annexed  hereto  and made a part  hereof.  All
issued and  outstanding  shares are legally issued pursuant to an exemption from
registration  under  Federal  and State  securities  laws,  are  fully  paid and
non-assessable  and not  issued in  violation  of the  preemptive  rights of any
person. There are no other outstanding subscriptions, options, rights, warrants,
convertible  securities or other  agreements or  commitments  obligating  DME to
issue any additional shares of any class of its capital stock.

     (d) This  Agreement  has been duly and  validly  authorized,  executed  and
delivered and  constitutes  the legal and binding  obligation of DME,  except as
limited by bankruptcy and insolvency laws and by other laws affecting the rights
of creditors generally; and

     (e) To the best knowledge of such counsel,  there are no actions,  suits or
proceedings pending or threatened by or against DME or Dash, or affecting DME or
Dash or  their  properties,  at law or in  equity,  before  any  court  or other
governmental  agency or  instrumentality,  domestic  or  foreign,  or before any
arbitrator of any kind.


                                       12

<PAGE>
                                    ARTICLE 7

                             Conditions Precedent to
                       DME's and Shareholders' Performance

     7.1  Conditions.  DME's and  Shareholders'  obligations  hereunder shall be
subject to the satisfaction, at or before the Closing, of all the conditions set
forth in this  Article  7. DME and  Shareholders  may  waive any or all of these
conditions in whole or in part without prior notice; provided,  however, that no
such waiver of a condition shall  constitute a waiver by DME and Shareholders of
any other condition or of any of DME's and Shareholders' rights or remedies,  at
law or in equity,  if Pride  Automotive  Group shall be in default of any of its
representations, warranties or covenants under this Agreement.

     7.2  Accuracy of  Representations.  Except as  otherwise  permitted by this
Agreement,  all representations and warranties by Pride Automotive Group in this
Agreement  or in any  written  statement  that  shall  be  delivered  to DME and
Shareholders  by Pride  Automotive  Group under this Agreement shall be true and
accurate on and as of the Closing Date as though made at that time.

     7.3 Performance.  Pride  Automotive Group shall have performed,  satisfied,
and complied with all  covenants,  agreements  and  conditions  required by this
Agreement to be performed or complied with by it, on or before the Closing Date.

     7.4 Absence of Litigation.  No action,  suit or proceeding before any court
or  any   governmental   body  or  authority,   pertaining  to  the  transaction
contemplated  by  this  Agreement  or  to  its  consummation,  shall  have  been
instituted or threatened against Pride Automotive Group on or before the Closing
Date, except as disclosed herein.

     7.5 Current Status.  Pride  Automotive  Group shall have prepared and filed
with the Securities and Exchange Commission its Annual Report on Form 10-KSB for
the period ended November 30, 1998.

     7.6 Directors of Pride Automotive  Group.  Effective on the Closing,  Pride
Automotive Group shall cause persons nominated by DME to be elected to the Board
of  Directors.  All of the current  Officers and  Directors of Pride  Automotive
Group shall have submitted their resignations as Directors and Officers of Pride
Automotive Group effective on the Closing of this transaction.

     7.7 Officers of Pride  Automotive  Group.  Effective on the Closing,  Pride
Automotive  Group shall have elected new officers of Pride  Automotive  Group to
consist of the following persons:

                                       13

<PAGE>
                             President and Treasurer
                                    Secretary
                                 Vice-President

     7.8 Conversion of Debt. At the Closing,  Pride  Automotive Group shall have
debt to  noteholders  of not more than  $1,300,000,  with the  remainder of such
notes being converted to shares of common stock as set forth herein.

     7.9 Officers'  Certificate.  Pride Automotive Group shall have delivered to
DME and  Shareholders  a  certificate,  dated the Closing Date and signed by the
President  of Pride  Automotive  Group  certifying  that each of the  conditions
specified in Sections 7.2 through 7.8 have been fulfilled.

     7.10 Opinion of Counsel.  Pride  Automotive  Group shall have  delivered to
Stockholders  an opinion of its  counsel  dated the  Closing  Date to the effect
that:

     (a)  Pride  Automotive  Group  is a  corporation  duly  organized,  validly
existing and in good standing under the laws of the State of Delaware;

     (b) To the best  knowledge of Counsel,  the  authorized  capitalization  of
Pride Automotive Group consists of 10,000,000  shares of common stock, par value
$.001.  As of the date of this Agreement  there were 2,822,500  shares of common
stock issued and  outstanding  (exclusive of the shares to be issued pursuant to
this Agreement, to creditors and noteholders). All issued and outstanding shares
as  of  the  date  of  this  Agreement  are  legally  issued,   fully  paid  and
non-assessable  and not  issued in  violation  of the  preemptive  rights of any
person; and

     (d) This  Agreement  has been duly and  validly  authorized,  executed  and
delivered and constitutes the legal and binding  obligation of Pride  Automotive
Group,  except as limited by bankruptcy  and  insolvency  laws and by other laws
affecting the rights of creditors generally.


                                    ARTICLE 8

                                     Closing

     8.1 Closing.  The Closing of this transaction  shall be held at the offices
of Lampert,  Lampert & Ference,  Esqs., 135 West 50th Street, New York, New York
10020,  or such other place as shall be mutually  agreed upon, on April 25, 1999
or such other  date as shall be  mutually  agreed  upon by the  parties.  At the
Closing:


                                       14

<PAGE>
     (a) Shareholders  shall present the certificates  representing their shares
of DME being exchanged to Pride Automotive  Group, and such certificates will be
duly endorsed with signature guaranteed;

     (b) Shareholders  shall receive a certificate or certificates  representing
the number of shares of Pride Automotive Group Common Stock for which the shares
of DME common stock shall have been exchanged;

     (c) Pride  Automotive  Group shall  deliver an  officer's  certificate,  as
described   in  Section  7.9  hereof,   dated  the   Closing   Date,   that  all
representations,   warranties,  covenants  and  conditions  set  forth  in  this
Agreement  on behalf of Pride  Automotive  Group are true and  correct as of, or
have been fully performed and complied with by, the Closing Date;

     (d) Pride  Automotive  Group shall  deliver an opinion of its  counsel,  as
described in Section 7.10 hereof, dated the Closing Date;

     (e) Pride  Automotive  Group  shall  deliver a  resolution  of its Board of
Directors of Pride  Automotive Group approving this Agreement and each matter to
be approved by the Directors of Pride Automotive Group under this Agreement;

     (f) DME shall deliver an officer's certificate, as described in Section 6.6
hereof, dated the Closing Date, that all representations,  warranties, covenants
and conditions set forth in this Agreement on behalf of DME are true and correct
as of, or have been fully performed and complied with by, the Closing Date.

     (g) DME shall  deliver an opinion of its  counsel,  as described in Section
6.7 hereof, dated the Closing Date;

     (h) DME shall deliver  resolutions of its Board of Directors approving this
Agreement  and each  matter to be approved  by the  Directors  of DME under this
Agreement; and

     (i) Pride  Automotive  Group  shall  deliver  to Mason  Hill & Co.,  Inc. a
certificate  for 740,000  shares of Common Stock pursuant to Article 9.8 of this
Agreement.

                                    ARTICLE 9

                                  Miscellaneous

     9.1 Captions and Headings.  The Article and paragraph  headings  throughout
this Agreement are for  convenience  and reference  only, and shall in no way be
deemed  to  define,  limit,  or add to the  meaning  of any  provision  of  this
Agreement.

                                       15

<PAGE>
     9.2 No Oral Change.  This  Agreement  and any  provision  hereof may not be
waived,  changed,  modified or  discharged  orally,  but it can be changed by an
agreement  in  writing,  signed by the party  against  whom  enforcement  of any
waiver, change, modification or discharge is sought.

     9.3 Non-Waiver. Except as otherwise expressly provided herein, no waiver of
any covenant,  condition or provision of this Agreement  shall be deemed to have
been made unless  expressly in writing and signed by the party against whom such
waiver is charged; and (i) the failure of any party to insist in any one or more
cases upon the performance of any of the provisions,  covenants or conditions of
this Agreement or to exercise any option herein contained shall not be construed
as a waiver or relinquishment  for the future of any such provisions,  covenants
or conditions;  (ii) the acceptance of performance of anything  required by this
Agreement to be performed with knowledge of the breach of failure of a covenant,
condition  or  provision  hereof  shall not be deemed a waiver of such breach or
failure;  and (iii) no waiver by any party of one breach by another  party shall
be construed as a waiver with respect to any other or subsequent breach.

     9.4 Entire  Agreement.  This  Agreement  contains the entire  agreement and
understanding between the parties hereto and supersedes all prior agreements and
understandings.

     9.5 Choice of Law. This Agreement and its application  shall be governed by
the laws of the State of New York.

     9.6 Counterparts.  This Agreement may be executed  simultaneously in one or
more counterparts,  each of which shall be deemed an original,  but all of which
together shall constitute one and the same instrument.

     9.7 Notices. All notices,  requests, demands and other communications under
this  Agreement  shall be in writing and shall be deemed to have been duly given
on the date of service if served personally on the party to whom notice is to be
given,  or on the third day after  mailing if mailed to the party to whom notice
is to be given, by first class mail,  registered or certified,  postage prepaid,
and properly addressed as follows:

         To Pride Automotive Group, Inc.:

         Mr. Alan Lubinsky, President
         Pride Automotive Group, Inc.
         Pride House
         Watford Metro Centre, Tolpits Lane
         Watford Hertfordshire
         WD1 8SB England

                                       16

<PAGE>
         To Digital Mafia Enterprises, LLC:

         Mr. Darien Dash, President
         Digital Mafia Entertainment, LLC
         519 Palisades Avenue
         Englewood Cliffs, New Jersey 07632

     9.8 Brokers.  The parties hereto represent and agree that Mason Hill & Co.,
Inc. has acted as a broker and consultant with respect to the aforesaid exchange
for stock and that no  finder's  fee has been  paid or is  payable  by any party
hereto,  except that a fee of 740,000 shares of Pride Automotive  Group's Common
Stock is payable by Pride  Automotive  Group to Mason  Hill & Co.,  Inc.  at the
Closing.  Each of the parties hereto shall indemnify and hold the other harmless
against  any and all  claims,  losses,  liabilities  or  expenses  which  may be
asserted against it as a result of its dealings, arrangements or agreements with
any such broker or person.

     9.9 Binding  Effect.  This Agreement shall inure to and be binding upon the
heirs, executors,  personal  representatives,  successors and assigns of each of
the parties to this Agreement.

     9.10 Mutual Cooperation. The parties hereto shall cooperate with each other
to  achieve  the  purpose of this  Agreement  and shall  execute  such other and
further documents and take such other and further actions as may be necessary or
convenient to effect the transaction described herein.

     9.11  Announcements.  Pride  Automotive  Group  and DME  will  consult  and
cooperate with each other as to the timing and content of any  announcements  of
the  transactions  contemplated  hereby to the general  public or to  employees,
customers or suppliers.

     9.12 Expenses.  Each party will pay its own legal, accounting and any other
out-of-pocket  expenses reasonably incurred in connection with this transaction,
whether or not the transaction  contemplated hereby is consummated.  In no event
shall one party be liable for any of the expenses of the other party.

     9.13  Survival of  Representations  and  Warranties.  The  representations,
warranties,  covenants and agreements of the parties set forth in this Agreement
or in any instrument,  certificate, opinion or other writing provided for in it,
shall survive the Closing irrespective of any investigation made by or on behalf
of any party.



                                       17

<PAGE>
     9.14 Exhibits. As of the execution hereof, the parties hereto have provided
each other with the  Exhibits  provided  for  hereinabove,  including  any items
referenced  therein or required to be attached thereto.  Any material changes to
the Exhibits shall be immediately disclosed to the other party.

     WHEREFORE,  the above  agreement is hereby agreed to and accepted as of the
date first above written.


PRIDE AUTOMOTIVE GROUP, INC.


By:
Alan Lubinsky, President


DIGITAL MAFIA ENTERPRISES, LLC


By:
Darien Dash, President

(d:\pride\exchange.agt)

                                       18

<PAGE>
<TABLE>
<CAPTION>

<S>                                         <C>                        <C>
SHAREHOLDERS                                NUMBER OF DME              NUMBER OF PRIDE
                                            SHARES                     AUTOMOTIVE GROUP
</TABLE>

























(d:\pride\exchange.agt)

                                       19

<PAGE>
                            CERTIFICATE OF AMENDMENT
                                       TO
                          CERTIFICATE OF INCORPORATION
                                       OF
                          PRIDE AUTOMOTIVE GROUP, INC.


     The  undersigned,  being the President  and  Secretary of PRIDE  AUTOMOTIVE
GROUP,  INC., a  corporation  existing  under the laws of the State of Delaware,
does hereby certify under the seal of the said corporation as follows:

     1.  The  name  of  the   Corporation   (hereinafter   referred  to  as  the
"Corporation")  is PRIDE AUTOMOTIVE  GROUP, INC. The date of filing the original
certificate of  incorporation  with the Secretary of State of Delaware was March
20, 1995.

     2. The amendment of the  Certificate of  Incorporation  of the  corporation
effected  by this  certificate  of  amendment  is to (i)  change the name of the
Corporation to Digital Mafia Enterprises, Inc.; and (ii) to amend the authorized
capital of the Company to  increase  the number of  authorized  shares of common
stock from 10,000,000 to 30,000,000

     3. The amendment of the certificate of  incorporation  herein certified has
been duly adopted in accordance with the provisions of Sections 141(f),  228 and
242 of the General Corporation Law of the State of Delaware.

     The capital of the  Corporation  will not be reduced  under or by reason of
any amendment herein certified.

     4. Article "FIRST" of the certificate of  incorporation of the Corporation,
is hereby amended herein to be and read as follows:

     "FIRST: The name of the Corporation is Digital Mafia Enterprises, Inc."

     5.  Article  "FOURTH  (A)"  of  the  certificate  of  incorporation  of the
Corporation, is hereby amended herein to be and read as follows:

                  "FOURTH: CAPITAL STOCK

                  (A).  Authorized  Capital Stock. The total number of shares of
                  all  classes  of  stock  which  this  Corporation  shall  have
                  authority to issue is THIRTY TWO MILLION  (32,000,000) shares,
                  consisting  of THIRTY  MILLION  (30,000,000)  shares of common
                  stock,  $.001 par value per  share  (hereinafter  the  "Common
                  Stock"),  and TWO  MILLION  (2,000,000)  shares  of  Preferred
                  Stock,  $.01 par value per share  (hereinafter  the "Preferred
                  Stock").

                                        1

<PAGE>
     IN WITNESS  WHEREOF,  the  Corporation  has caused its corporate seal to be
hereunto  affixed  and  this  Certificate  of  Amendment  of  the  Corporation's
Certificate of  Incorporation  to be signed by Alan Lubinsky,  its President and
Secretary, this 30th day of April, 1999.


PRIDE AUTOMOTIVE GROUP, INC.



By: _______________________________
     Alan Lubinsky,
     President and Secretary

                                        2




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